Feedback on our Radio Advert

As a group we decided it would be best to get some feedback on our radio advert broadcast that we created, in order to do this we showed the advert to a number of people around our area and took in some thoughts and opinions. We wanted to make sure that our advert did exactly what we wanted it too, and this was sell our hot chocolate. Here are some reactions to our radio advert.

' I really enjoyed it, it was quick and straight to the point.'

'I liked how you advertised it by using a womans voice to promote to your target audience'.

'I think it was excellent as some radio advert go on for too long and bore you to tears. But I liked yours because I knew exactly what you were trying to promote as soon as it came on. Well done.'

We welcome constructive feedback as it allows us if needed to make changes to our advert and try our best to cater to everyone's needs. By advertising our hot chocolate at its most effectiveness.

Ancillary: Indulgence Radio Advert

This is our Radio Advert we have created as part of our Ancillary task. We used a womans voice in the radio advert because we felt it would appeal the best to our target audience (women). If we had used a male voice we could be seen as contridicting ourselves with our target audience.

As we create these advertisement tasks we wanted to keep with our main theme, class and sophisticaiton. We felt if we kept with the same theme throughout our campain it would become more of a symbol the the audience. They would be able to pick up straight away who we were and what we were trying to promote.

As in our television advert the women went into a dream state of mind as if she was in paradise. So we decided it would be best to stick with that theme in our radio advert and keep the atmosphere at a tranquill state. This we feel helps again to symbolise what our product actually is about. Finally we decided that in order to promote and sell our product at its full potential we wanted to add that little bit of class into it. This we feel went well with our female narrator. She added a sence of temptation to the product witch is key when advertising. Because if your advertisement does not go with your product, sales will not commence.

Feed Back on our Television Advert

These are some of the comments we have had back about our television advert about our hot chocolate product 'Indulgence'.

' I really liked the editing involved in your advert. You used the music really well in it too. Well done'

' The music used in this works brilliantly with what you want to get across'

'I liked the fact you used a really nice setting at the end of the advert. It makes me want to go out and get this product. Well done guys'

We also got some constructive improvements that some people said would help make our television advert better than it already is.

' I really enjoyed watching your advert but I feel that it was a bit confusing at times, with more shots of the lady in screen would work well'

We took this into account and made some more shots of our actress in screen to make the storyline clearer. We then showed our advert to the viewer again and they said this.

'That is a lot better, I now no exactly what is going on, thank you for listening to me'

We felt it was important and necessary to show and get feed back on the finale production of our advert, so if needed we could change any aspects of the advert that we got from this feedback. After receiving positive feed back and making one or two changes to the advert to make the plot clearer we finally felt pleased and happy with the overall outcome of our commercial.

Indulgence Full Original Commercial

This is our final 2minute 5second long advert, which is the original that was used to shorted the 30 second short version.

I am delighted with the final and overall production of our advert, after completing a variety of research and planning, we feel satisfied that we have managed to a produce an effective advert. We succeeded in entertaining the audience in the way we intended to. The use of the slow motion in the dream sequence has worked very well as it has implied our idea of 'total bliss'. As well as not to mention the ability to capture the snow at the correct time has given the advert an overall professional aspect and ability to wow the audience and grasp their attention. I feel that our advert meets all of the most important factors that it needs to be able to promote and sell the hot chocolate to the target audience as we have managed to imply our idea of what emotion and reaction the consumer will have once drinking the chocolate. This is our unique selling point of Indulgence that we allow the consumer to achieve cocoa perfection and its even so good... 'you could be dreaming'.

Indulgence Short TV Commercial

We originally had a 2:04 minute long online version for people to view. But as we have to make our advert suitable for global expansion we needed to drastically cut down the 2minutes 4seconds to around 30 seconds, so it could be broadcasted on television, as a TV Commercial. Reluctant that we might loose the story plot of the advert if we cut it down, we made sure as we selected the most crucial shots and scenes of the advert to ensure we still had the ability to express the story of the character and imply our product towards to audience. I feel that we have successfully managed to keep the plot of the advert as it is still evident that the same events occur in the corresponding order.

It is seen that some companies will broadcast longer versions of their adverts online or may first show there original long version on TV in a break after a highly rated TV programme such as XFactor or the Superbowl and then later broadcast the shorter version. For instance the new 'Lucozade advert' is around 30-40 seconds when broadcasted on the television but has invited you to watch the full version of the advert on their website/or YouTube.

Magazine Advert Feedback

When we created our magazine advert we wanted to allow the target audience to give us some feedback on what we were producing. We handed out our magazine advert to some of our target audience and asked them to comment on what appealed to them the most about it. Here are there comments.

'I really liked the simplicity of the magazine advert. It dosent crowd the page with inappropriate bits of text and images.'

'I liked the way you have kept to your original theme by using the black background and similar text.'

'I love how upper class it looks and how it matches your sophistication theme. Really nice to look at aswell.'

Not many products can pull off a really plain and simple design. But with a hot chocolate drink you seem to have done it really well. Brilliant'

We would like to thank the audience who commented on our magazine advert as the comments we got were really positive and helped us get an idea on what the target audience were looking for.

Indulgence Magazine Advert/Poster

This is our final Magazine Advert that we have chosen that our product the most and will continue to promote the products luxurious high quality persona. After a lot discussion and work on designing the advertisement, we decided to keep the magazine advert simple and sophisticated but to capture the product efficiently. We have deliberately matched our packaging style/colours to the magazine advert exactly for consumers to be able to recognise and relate to it straight away. The colour scheming for major brands is extremly important as its what represents that brand or product. As we decided to use a monochrome scheme of black and white we did not want it to be too over the top as we wanted our audiance to establish the products persona of luxurious sophistication.

Indulgence Web Pop-Up Advertisement

This is our final web popup design for our product indulgence. Looking into research from real media texts we were able to design an effective web popup that can be used in various internet sites for advertising, such as upmarket supermarket sites (M&S, Waitrose, Ocado), social networking sites (Facebook, Twitter) and other food/drink relevant sites. Also it will help with advertising our brand to the wider market and boost our sales. which at the end of the day is why we advertise products.

The theme for our pop up advert was to go along the original theme for our hot chocolate product. This was because the audience who have already seen our product relate a lot better. Many brands do the same (Kellogg's, red and ASDA, green) our main feature is the black background which helps symbolise our hot chocolate product. We have also included the same text used in our magazine advert and image too. This all comes together to symbolise our product.

Indulgence Product Design

Final Indulgence Product Prototype

This is our final product prototype of our hot chocolate 'Indulgence'. In designing the product we came up with several ideas in discussion which we all debated on which would suit the target market and specification of our advert best. Still keeping to the simplistic idea of the logo and colour scheme we wanted something that looked sophisticated, high quality and luxurious. Allowing the products use promote itself rather than concentrating too much on a fussy product design. It was important to find the right size for our product so we researched various other competitors for inspiration and ideas.

The container of the product we used was from a Cadburys Bournville cocoa tub. We looked at the containers size and measurements, deciding it was suitable to use in aid of producing our product prototype. After designing suitable logos, fonts and colours we were able to print the label of our product and apply it round the container. We glued the edges together neatly and ensured the label fits; this has given the overall finish of product a near professional appearance. Getting the correct label for our product we found important as its what draws the consumer to the product from its aesthetic characteristics.

Music Selection

Choosing the right music

Music in adverts is usually used to develop the mood and set the advert into context to give an indication of what type of product is being advertised . In my advert I initially wanted to give indication to the characters lifestyle and personality. Also, something that would tie into what was actually occurring on screen and the plot of the advert. We felt it was vital to find the right song as we wanted it to really reflect what was happening as there is no dialogue throughout our advert.

We researched and listened a number of soundtracks, then listed a variety to listen to again to pick out the song that would most fit our advert. Listening over some of the selected music, after we edited most of the filming, we experimented with different sound tracks to suit our advert and product. It was important to find the correct song, as music can also play a big role in advertising as the music/or song can be related to the product. After testing some tracks we found that some of the songs tempo was either too fast or too slow for the pace of the filming speed and didn't flow accordingly.

Possible ideas are :

Nine in the Afternoon: Panic!At the Disco

After Every Party I Die: IAMX

Time To Pretend: MGMT

Fat Boy Slim - Demons

LYRICS:

Fatboy Slim - Demons

They said she had a heart attack

I think the creatures coming back

And I am fine, coz all my love's electrifying

And I come feel like a cesspool

Wanna be with you

And it's my premonition

I better give my heart a listen

And my preacher say

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of my demons have withered away

They said he should give himself to bath

I wanna dance to my last breath

But mister ???? only party's hard and ????

Come feel like a cesspool

I wanna be with you, wanna be with you

And it's my premonition

I better give my heart a listen

And my preacher say

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons will wither away

Ecstasy comes and they cannot stay

You'll understand when you come my way

Coz all of my demons have withered away

All of your demons wither away

Demons wither away

All of your demons wither away

You'll understand when you come my way

All of your demons wither away

When you come my way, when you come my way

All of your demons wither away

Oh no no, they wanna get me down, yeah they wanna get me down

All of your demons wither away

I better give my heart a listen

Ecstasy comes and they cannot stay

I better give my heart a listen

I better give my heart a listen

I better give my heart a listen

Coz the preacher saying all of my d-e-yeah-hey ....

Yeah-hey, yeah-hey

All of your demons will wither away

Yeah-hey, heeey

Ecstasy comes and they cannot stay

All of, all of my

You'll understand when you come my way

Yeah, ???? ???? ???? (?well, wanna some?)

All of my demons wither away ....

Ooohhooohooo, aaaahaahaaaa

All of your demons wither away ....

Aaaaahhhhhh, aaahhh

Ecstasy comes, cannot stay

And if you comin' my way-hey

???? ???? say come my way

And then go my way

All of your demons wither away

MGMT - Time to Pretend

I'm feeling rough, I'm feeling raw, I'm in the prime of my life.

Let's make some music, make some money, find some models for wives.

I'll move to Paris, shoot some heroin, and fuck with the stars.

You man the island and the cocaine and the elegant cars.

This is our decision, to live fast and die young.

We've got the vision, now let's have some fun.

Yeah, it's overwhelming, but what else can we do.

Get jobs in offices, and wake up for the morning commute.

Forget about our mothers and our friends

We're fated to pretend

To pretend

We're fated to pretend

To pretend

I'll miss the playgrounds and the animals and digging up worms

I'll miss the comfort of my mother and the weight of the world

I'll miss my sister, miss my father, miss my dog and my home

Yeah, I'll miss the boredom and the freedom and the time spent alone.

There's really nothing, nothing we can do

Love must be forgotten, life can always start up anew.

The models will have children, we'll get a divorce

We'll find some more models, everything must run it's course.

We'll choke on our vomit and that will be the end

We were fated to pretend

To pretend

We're fated to pretend

To pretend

Yeah, yeah, yeah

Yeah, yeah, yeah

Yeah, yeah, yeah

Yeah, yeah, yeah

Location

When we first came up with the idea of having the advert set in a working environment we had the task to find a suitable office space to film our advert , but we found this a difficult task as for most people we needed permission from either head of companies who were unavailable or the risk of brand advertisement of the offices we asked at we found this to have an effect on our filming as we were delayed occasionally , but after a few different places we found the perfect locations to film both inside and out side the office .

Dress & Make-Up Idea's

After finalising our idea on what our advert would consist of and include, our next task was to design the make-up to fit the audience we were targeting and would also help to establish the scene and the mood we were aiming for. Considering our advert is now primarily concept, also with areas of narrative and performance, we decided that the main actor in the advert should have the make-up to suit the type of woman she is , we felt that by showing that she was a working woman that her make would be simple and not too over the top as we want other woman to realate to the woman in the tv ad therefore making our product accessable to a wide range of woman . Having being inspired by many other advert that follow the same forms and conventions we found these averts to be the most successful , we felt that an a simple every day make-up design would conform to what we were trying to achieve and that it would also appeal to our target audience.

Our first thought was to a design and a colour palette which would show up well whilst on camera from various distances (not just close ups)

Knowing that we will be using a large amount of visual concept ideas in our advert and using our make-up ideas as a guideline, we will now be looking into potential costume/outfits for our female character to wear during her day at work. Taking inspiration from what the average working/middle class female would wear to work, we were able to have a rough idea of what would be appropriate in our advert. Also taking into consideration that as we wanted most concentration to be on what the product is and is imply's towards the customer, we made sure that when selecting the correct attire it was not over colourful which can sometimes distract the viewer from the initial idea or context of the advertisement and its product. So we decided to choose light/dark neutral colours that would be most appropriate.

An example of how a brand might use the clothing colour of its character to help advertise the product can usually be seen in a variety of Kellogg's 'Special K' adverts where the woman is usually dressed in red. Special K use red as their main brand colour so will use the colour deliberately and continuously to promote their product.

Website Pop-Up Research

Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements. The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well.

A variation on the pop-up window is the pop-under advertisement, which opens a new browser window hidden under the active window. Pop-unders do not interrupt the user immediately and are not seen until the covering window is closed, making it more difficult to determine which web site opened them.

As part of an advertising package for a new product, we have looked and researched into creating a simple web popup for our product. Using the web it will allow the products awareness and promotion to grow. Having researched some example of web ad popups we have established what we could include in our products popup to maximise awareness and promotion. Still using the simplistic black and white colour scheme, which will again allow the advert to look sophisticated we wanted to imply this style of advertising throughout the rest of the advertising scheme.

Indulgence Pitch

As we started to firm some idea's up, we decided to record and present a quick yet effective pitch that helps express our current ideas and puts them into context. Many professional advertising brands will often present a pitch to their board of representatives, who will make decisions and criticism before the advert/product can be developed and produced for the consumer. It is important to review over a pitch as the regulations, code of conduct and conventions of the advert have meet a very high standard.

Advert Planning/Plot

Looking at all the research we have done, taken into account and analysed, planning and story boarding, we finally had a general firmed up idea of what we wanted to have and do in our advert and how we would meet our specifications. We had concern about the story line of the advert as we wanted to ensure it made sense and worked well. In time we developed some good ideas for our storyline and continued to make decisions that suited our adverts specification best.

We were initially inspired by the Horlicks advert where a story line from morning to evening takes place and we wanted to incorporate a similar idea throughout our hot chocolate advert.

In the beginning we have the office scene, where the female character will be dressed in formal (neutral coloured) work attire, will be seen from a close up shot to the face. The female will initially look stressed, tired and giving the impression of 'a bad day at work'. The phone will ring and as she picks up the phone there will be an extreme close up of another mobile phone starting to ring. We thought this was effective as it really made the scene into a stressful atmosphere. Using continuos quick cuts and editing we want to give the viewer a sense of face paced movement and an office rush.

Second scene will show an establishing shot of the female leaving a workplace/office and walking briskly towards her car. Still in keeping with eagerness to get home.

Third scene could be various shots and angles of the car driving home and pulling into the drive. And showing close up of the characters face behind the steering wheel as she stops the car; this still allows the character to keep the mood into context by looking at her facial expressions.

Fourth scene consists of the female walking quickly to the door from an establishing shot, then a quick cut to the female putting the keys into the door then dropping them. A quick close up the hands as they reach down to get the keys and finishing with a establishing shot as she walks into the house.

Fifth scene consists of the character walking quickly over to the dinning table, using a tracking shot. Female drops bag onto table, and a quick cut of an eagle eyed view of the bag on the table. The use of this again adds to the atmosphere the advert has created, showing even more how eager the female is to make her long awaited hot chocolate.

Sixth scene which will show low shot from behind the female as she walks into the kitchen and moves towards the countertop and drinks cabinet. Now here is where we have taken most inspiration from the Horlick advert, as we decided to also use a large amount of very quick extreme close-ups of the character making the hot drink. Still keeping the tempo going has allowed also to show the view that making the actual product is easy and quick. The quick shots help again to emphasis her eagerness.

In the seventh scene, is where we see close up of the characters face, holding the cup of drink, a she sips it. She smiles and a slow motion transition will be used to create the dream like sequence effect.

Eighth scene allows us to show the selected location for our dream sequence which we initially wanted as some type of hut or lodge with a fire if capable. There will be slow motion shots, one which pans slowly to the door of the hut/lodge and the rest inside where they concentrate on the surroundings which now put the atmosphere into a different context; a relaxing, soothing and peaceful space. A medium shot will be shown inside of the character about to sip the drink and also an over shoulder shot which allows the viewer to see the product itself. And to finish the dream sequence, as the female sips in slow motion, the dream transition will appear and the female will be back into the kitchen still holding the cup and smiling in a side close up shot.

Product Design & Magazine Advert Influence

Researching various brands and their products for inspiration we found one brands product design that stood out from the rest and we instantly related our product to the style and appeal of this brand, Gu. Gu is a luxury desserts brand, offering a wide range of chocolate products; brownies, ice-cream, truffles, hot puddings...etc. After recognising some of the brands adverting style, we wanted to incorporate similar aesthetic qualities which we would apply to our product but also use in the magazine advert. Gu's simplistic style of black, a white logo and an enticing photo of the chocolate product captured our imagination to design our product to this simplistic and sophisticated style; but adding our own specific designs to fully develop our product. There is a recent trend for food and drink brands using a minimalism stylish design to improve their products appeal to their target market, and also to reflect the actual product. Most of these styles used are often associated with high quality, luxury and up market products and brands.

Radio Advertising Research

History

The first radio broadcasts aired in the early 1900’s. However, it wasn’t until 1919 that radio stations began to broadcast continuously, similar to what we know today. In the United States, on November 2, 1920, KDKA aired the first commercial broadcast. As more stations began operating on a continuous basis, station owners were increasingly faced with the issue of how to maintain their stations financially, because operating a radio station was a significant expense.

In February 1922, AT&T announced they would begin selling “toll broadcasting” to advertisers, in which businesses would underwrite or finance a broadcast, in exchange for being mentioned on the radio. WEAF of New York is credited with airing the first paid radio commercial, on August 28, 1922, for the Queensboro Corporation, advertising an apartment complex. However, it appears other radio stations may actually have sold advertising before WEAF. As early as May 1920, an amateur radio broadcaster leased out his “station” in exchange for $35 per week for twice-weekly broadcasts. And, in Seattle, Washington, Remick’s Music Store purchased a large ad in the local newspaper advertising radio station KFC, in exchange for sponsorship of a weekly program, in March 1922. Additionally, on April 4, 1922, a car dealer, Alvin T. Fuller, purchased time on WGI of Medford Hillside, Massachusetts, in exchanges for mentions. So, although WEAF is credited with the first advertisement, it appears other radio stations ran advertisements prior to August 1922.

During radio’s Golden Age, advertisers sponsored entire programs, usually with some sort of message like “We thank our sponsors for making this program possible”, airing at the beginning or end of a program. While radio had the obvious limitation of being restricted to sound, as the industry developed, large stations began to experiment with different formats. The “visual” portion of the broadcast was supplied by the listener’s boundless imagination. Comedian and voice actor Stan Freberg demonstrated this point on his radio show in 1957,using sound effects to dramatize the towing of a 10-ton maraschino cherry by the Royal Canadian Air Force, who dropped it onto a 700-ft. mountain of whipped cream floating in hot-chocolate filled Lake Michigan, to the cheering of 25,000 extras. The bit was later used by the USA's Radio Advertising Bureau to promote radio commercials.

The radio industry has changed significantly since that first broadcast in 1920, and radio is big business today. Although other media and new technologies now place more demands on consumer’s time, 95% of people still listen to the radio every week. Internet radio listening is also growing, with 13 percent of the U.S. population listening via this method. Although consumers have more choices today, 92 percent of listeners stay tuned in when commercials break into their programming.

Research & Rates

Radio stations today generally run their advertising in clusters or sets, scattered throughout the broadcasting hour. Studies show that the first or second commercial to air during a commercial break has higher recall than those airing later in the set.

Arbitron is one of the primary providers of ratings data in the United States. Most radio stations and advertising agencies subscribe to this paid service, because ratings are key in the broadcast industry. Ad agencies generally purchase radio based on a target demographic. For example, their client may want to reach men between 18 and 49 years old. The ratings enable advertisers to select a specific segment of the listening audience and purchase airtime accordingly. Ratings are also referred to as “numbers” in the business.

The numbers can show who is listening to a particular station, the most popular times of day for listeners in that group, and the percentage of the total listening audience that can be reached with a particular schedule of advertisements. The numbers also show exactly how many people are listening at each hour of the day. This allows an advertiser to select the strongest stations in the market with specificity and tells them what times of day will be the best times to run their ads.

Besides the basic numbers, most radio stations have access to other data, such as Scarborough[disambiguation needed, that details more about the listening audience than just what age group they fall into. For example, some data will provide the types of activities listeners participate in, their ethnicity, what type of employment they do, their income levels, what kinds of cars they drive, and even whether or not they have been to a particular entertainment or sports venue in the past month or gone to a spa.

Radio stations sell their airtime according to dayparts. Typically, a station’s daypart lineup will look something like the following: 6am-10am, 10am-3pm, 3pm-7pm, and 7pm- midnight. The spots running after midnight, from 12am-6am, are referred to as “overnights”.Though this schedule of dayparts can vary from station to station, most stations run similar daypart lineups and sell their advertisements accordingly. Drive times, or morning and evenings when people are commuting, are usually the most popular times of day and when each station has the most listeners. The “rates”, or what the station charges the advertiser, will reflect that.

Researching a variety of researching a variety of radio advertisements, we were able to establish some idea's in what we could include in our own radio ad for our product. Looking at this Haagan Daz ad, the voice over is predominately a woman (mainly aimed at women), but the woman speaks about men thinking about Hagaan-Daz every 6 seconds. Effectively used to relate the product in a sexual aspect. Product becomes desirable to females. The Budweiser Ad aimed at males, uses a male voice over, with a deep masculine voice. Speaks and relates to men doing everyday 'manly' chores, where this becomes effective as men then relate to this become attracted to the fact Budweiser can be associated in some how with what their doing.

Banned Adverts Research

We felt it was import review over some cases of banned adverts as it allows us to put our ideas into perspective without worrying if our advert may in some aspects possibly cause offence and could gain complaints if our advert were to be broadcasted on television. We have also learnt how strict the regulations have to be enforced to make sure that when a new advert is broadcasted it does not receive negative complaints or offend any type of people, like discrimination for example.

Information source: (ASA) [Advertising Standards Authority]

Each year, the UK public sees many millions of ads, direct marketing and digital communications about products, services, charities, causes and awareness campaigns. The vast majority are responsible and comply with the advertising rules.

Last year the ASA received nearly 29,000 complaints. They thoroughly assessed every one of those concerns and investigated the ads that seemed to breach the rules. As a result, nearly 2,400 ads were changed or withdrawn in 2009. The advertising watchdog said in its annual report that it had received 26,433 complaints in 2008, the highest amount ever, about 15,556 adverts, also a record number.

The ASA said: “Many people found the repeated scenes of violence and drug-taking upsetting and challenged whether the ads caused serious or widespread offence.

“We did not doubt that the distress or offence described by many of the complainants was deeply felt. However, we considered the ads were scheduled appropriately and their aim justified the use of strong imagery.”

When going into research of some of these banned adverts I cam across this banned KFC advert from the UK. Apparently banned for bad manners and showing little profession working at an emergency help line. This advert received a record number of complaints and was withdrawn from UK television. This example shows how such little things can make such a big impact.

Advert Influences

This 2008 Galaxy chocolate advert was a big influence on coming up with some idea's for our advert and product. The context in which the Galaxy advert is set, is what we aim to achieve..something luxurious, tempting and up market. This advert uses a variety of the conventions we are looking to use. The way the advert flows, the music and the voice over all work together to promote their chocolate. We look for inspiration in this advert, in some of the aspects we could possibly use on our hot chocolate product.

This recent Horlicks 'Made for Evenings' ad, is effective in its own way as the variety of quick close up shots work effectively. It shows a quick storyline from morning to evening which implies the idea of their product being enjoyed after a hard day at work in the evening. I particularly enjoy this advert as its something everyone can relate to and feel a sense of comfort and connection towards what Horlicks are trying to promote. If we could somehow take some aspects of this advert, develop the idea further we could possibly use a similar storyline that will suit our product the best.

Researched Websites

Here are some key websites that provide a clear insight to the world of advertising and how it is professionally done. I have looked into these sites and noted some valuable points that aid me to ensure I meet all the conventions and regulations of TV advertisement.

• http://www.brandrepublic.com
• http://www.advertmarketing.com/
• http://www.ad-pods.com/
• http://www.tellyads.com/
• http://www.londoncreative.com/
• http://www.asa.org.uk/

Selecting the Brand Name

Establishing that our character we have chosen our advert was a professional working/middle class woman, we wanted to create a high quality luxurious drink. Thinking of various idea's we wanted to stick with the theme for something high quality and luxurious. We were looking for something quite simplistic and charming yet something that would reflect our product persona; so the audience are capable of relating to what type of product it is we were advertising.

Another aspect to the name was that we wanted it to be short and quirky, nothing to hard to pronounce or remember. We learnt this from looking at the forms and conventions of brand marketing and advertisement.

After a few group discussions we came up with a few ideas of brand names:

• Chocolate Delight
• Creamy and sweet
• Chocolate heaven
• Creamy coco
• Indulgence

After our discussion we finally chose 'Indulgence'. We felt this covered all aspects that meet our specification and also the results we received from the questionnaire. 'Indulgence' captures the product perfectly, as we intended the beverage to be a high quality drink that consumers would always buy as a treat or on a regular basis.

We also looked at a tag line/slogan to our product and looked around at french words that we could possibly use to add a sense of sophistication. After typing in various taglines and slogans into google translate, we came up with 'Cacao Parfaite'....meaning 'Cocoa Perfection'.